Archive for July, 2012

While many M2M applications are simply about non-real time data and connectivity, there are many applications and opportunities where an operator can add considerable value.

Connectivity is important, but operators seeking to find a role to play in the expanding M2M ecosystem should also be looking at ways in which to deliver additional value, as a recent article points out.

And, as operators always want to secure more revenue, there is a clear imperative to invest in the ability to deliver additional value. One way to achieve this is to differentiate more between the needs of different sorts of M2M data and to consider cases where multiple streams are competing for the same resources.

There is a clear role for M2M aggregation gateways that can resolve the needs of different forms of data – aggregating data from different local inputs and then, with the application of the correct policy, ensuring that the streams that need higher priority obtain it, while those that do not simply leverage the connectivity that they require.

Beyond this, MNOs can deliver more intelligence about performance, which in turn will stimulate new applications. To achieve this, MNOs need to be able to control and enforce policies not only in the RAN, but also on the gateway devices. By deploying, for example, PCEF capabilities in specialised M2M aggregation gateways, MNOs can create greater value in the ecosystem and deliver solutions that only they can.

It’s early days in the M2M world and there have been many reports that suggest it’s really only about connectivity and volume. As the market matures, there will be greater recognition that M2M will be a diverse market with many different application requirements. By seizing the initiative now, MNOs will be better positioned to capitalise on higher-value opportunities and to stimulate more specialised application development that leverages the capabilities they offer.

Recent research from Analysis Mason has suggested that iOS phone users consume more data than competing devices. Further, media consumption is significantly higher for users of iPhone devices.

The data is interesting, but the real issues are why and what can be done about this? One approach may be to ensure that an optimised experience is available to all users, irrespective of device. This can be achieved by delivering device-level enhancements to smartphone users that ensure an optimised experience, particularly when accessing or generating media content.

As operators start to leverage policy-enabled networks, they next need to turn their attention to integrating devices into the policy framework. By extending the PCEF to devices, operators can deliver fine-grained control of user experience for a wide range of different circumstances and applications.

If users have a poor experience, they will be less likely to consume rich data services in the future. But this can be avoided by getting it right first time or by offering appropriate updates to enhance quality of experience. MNOs can take leadership of this issue by offering such enhancements to their customers and delivering a fully integrated policy experience.

There will always be a diversity of devices, but it’s in the interests of MNOs to attempt to level the playing field, not by favouring particular devices, but rather by taking steps to enhance performance where it matters: on the user device through software that extends their policy framework and delivers a seamless enhancement to user quality.

Recent research has highlighted the growing importance of network quality to mobile subscribers. As mobile users adopt more and more data intensive applications, so issues like coverage and bandwidth availability have assumed greater importance. Quality is now more important than price, with the result that mobile operators have an opportunity to differentiate based on their ability to service the applications that users consume and to ensure a consistent quality of experience.

What’s more, a key limiting factor holding back further data consumption is concern about performance. Put simply, operators that can deliver expected performance levels can also stimulate further data consumption.

That’s good news for mobile operators seeking to deliver innovative price plans that are tied to data consumption. If they can deliver the required performance, consumers will adopt more services and consume more data, potentially accelerating revenue growth.

To achieve this, operators must be able to guarantee performance for every user. They need to be able to deliver end-to-end performance that takes into account user demand in the RAN. Currently, they are unable to achieve this, lacking the means to obtain visibility and control of user sessions within the radio access network. All they can do is act after the fact, once traffic hits the core.

But there is a way to solve this problem. There is a unique, innovative, client-based solution that can enable a richer user experience by helping manage traffic demands and optimize connectivity in co-ordination with the overall policy and management framework. GoS 360° enables operators to connect individual devices directly to the policy architecture, extending the PCEF out to the RAN. By deploying GoS 360°, operators can ensure that users are able to obtain the performance level they need, when they need it.

Users are demanding more. Purchasing decisions are no longer made simply on analysis of a single dimension, such as price. They need reassurances that they can receive the performance required to service desirable applications. As users drive data growth, operators can also translate this into revenue, but only if they take steps to ensure that optimum performance levels can be realized.